Published on March 13, 2014
MEDIA PLANNING By Sachin BS
• What is Media plan • Types of Media • Functions • Objectives • Strategies • Selection • Analysis OUTLINE
WHAT IS MEDIA PLAN Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives. An essential part of the advertising business.
TYPES OF MEDIA
FUNCTIONS The main function of a media plan is to create an advertising campaign that will achieve your strategic objective. • Goal: Delivering ad to target audience • Decisions: • Which audience? • Where? • When? • How long? • Increasing simplicity of media planning
OBJECTIVES • Reaching the target • Sales geography: Where to advertise • Timing: When to advertising • Duration: How long to advertise • GRPs (is a term used in advertising to measure the size of an audience reached by a specific media or schedule) • Gross Ratings Points: Media planners convert impressions to gross rating points in order to compare the efficiency of media schedules.
STRATEGIES • Media planners determine the most cost-effective media that will reach the target audience and satisfy the media objectives. • Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency. • Cost Efficiency • Scheduling Strategies: Timing strategies and The media budget • Use of Inventory
SELECTION & IMPLEMENTATION • Choosing the right media which is best suitable to reach audiences • Implementing the media plan in a right way so that the campaign runs as per the schedule. • Monitor the campaign throughout the scheduled time and ensure that the goal is achieved without any hassles
ANALYSIS • Collection of data from various media. • Examine the whole performance of the campaign by running several reports at the end of the schedule. • Look out for extensions if the goal is not achieved. • And if the goal is achieved, send out the campaign data to billing.
INFORMATION COURTESY • Andrew - Head of Sales, London • Jessica - Director of Sales, Sydney • Justin - Vice President of Sales, New York • Danielle - Senior Director of Sales, Singapore • Mike - Associate Director of Sales, Los Angeles • Kiran Kumar - Senior Manager, Ad-Operations, London • Shruthi - Senior Sales Executive, Bangalore
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